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How should Australian football use the new media deal to grow the game?

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Roar Guru
13th September, 2021

This is a short article that is to the point, and open for discussion by the Roar community.

On Monday, Brisbane Roar versus Peninsula Power was the first FFA Cup match this season.

All FFA Cup games are live and free on Ten Play.

On Monday it was announced that all AFC games will be on Ten Play.

All Asian World Cup Qualifiers are on Ten Play.

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To this we have the A-League and W-League to be broadcast on Ten, Bold and Paramount Plus.

Outside the matches Australian teams are directly involved in, the broadcast will pick up an English broadcast rather than a local broadcast.

Beyond this – and this part is critical – is CBS have said they are in for the long haul, and believe the rewards will come at the end of the media deal rather than the beginning.

To this end, CBS have a trigger three-year clause with APL.

(Photo by Mark Metcalfe/Getty Images)

In all my life, Australian professional football has never had this level of support in broadcasting. Backing this up is $70 million in contracts between CBS and FA and APL.

APL has announced they have invested $30 million in developing what they are calling the home of football web page. Further, they say this page will connect many areas of Australian football in one place.


October is said to be the date the push starts to market football and I guess this will be a combined effort by APL, FA and CBS.

For those of us wanting change over recent years, the separation of FA and the professional game means we have it. Further, for those calling on new people from football in James Johnson and Danny Townsend, we have that too.

As I see the new broadcast partner, the broadcast products and the backing, we football folk need to support CBS, I guess by watching.

Moreover, there is the need to grow football to enable many other things we want: promotion and relegation, which revenue streams make near impossible.

How do we as a football community use the new media deal to grow and expand football, and open up more revenue streams?


My fellow Roarers, I am open for your ideas on how we take advantage of this new environment.